Actually before joining any ICO as for my experience, I look for the roadmap and the team. That matters to me. For example if one of the advisers is Cuban probably he also reviewed and make some studies before being part of that certain ICO. I mean I consider the background of the team behind launching an ICO so there will be less risk to be gone in the future.
ICO investment is lucrative, but it is risky too for the following reasons:
1. Team efficiency as well as expertise to bring the ICO
2. Features of the coin must be innovative as well as distinctive.
3. That currency must be incorporated in renowned exchanger
4. Trade volume need to be high to create buzz.